Artificial intelligence is now being heralded as a major revolution, both in terms of how companies interact with their customers and how they optimize their internal operations.
However, the transformative power of artificial intelligence goes far beyond popular tools like ChatGPT or Microsoft Copilot, which are based on proprietary models developed by OpenAI among others.
The more specific the information and data you possess is to your field of activity and related to your business, the more essential it becomes to develop an AI approach specifically tailored to your needs.
The use of generic AI tools, while appropriate in certain situations, has its limits, particularly for companies wishing to preserve their identity and maintain a privileged relationship of trust with their customers. It is an illusion to think that these tools will enable you to fully exploit the transformative potential of AI.
There's a real danger in using generic conversational tools such as ChatGPT to search for information or provide answers to questions, especially domain-specific ones.
The models these tools rely on are text-generation models that don't “think”. The chatbot will therefore produce an answer based on the most likely text, given the vast amount of data on which it has been trained. The response may therefore be biased by the training data, but the model may also hallucinate. A hallucination is the generation of an answer that seems plausible but is factually incorrect or meaningless.
Moreover, by using such generic tools, the answers provided will be generic and will not reflect the company's vision, values or priorities. For example, a customer seeking technical assistance might receive a technically correct answer, but one that doesn't match the human support philosophy of a company that values empathy and personalization. This discrepancy could undermine the trust customers have in the company.
One of the major assets for companies in a competitive market is their ability to offer a unique and differentiating experience to their customers. Yet generic AI tools tend to produce standardized responses, standardizing content and style. This standardization, while convenient in the short term, risks erasing the subtle but crucial differences that distinguish a company from its competitors.
When communication becomes uniform, the very essence of the company - its DNA - is threatened. Customers, accustomed to a certain approach, may no longer recognize the distinctive voice and attitude that initially attracted them to their supplier. This lack of personalization weakens the relationship of trust and may drive customers to seek alternatives that better meet their specific expectations.
Implementing AI in a company should never be seen as a simple technological solution. It is essential to approach it as a strategic transformation tool that must not only improve efficiency, but also respect the company's values and culture.
Before integrating an AI tool, it is essential to carry out an in-depth analysis of its impact on communication, customer relations and the company's image. Personalizing the AI system, such as an intelligent chatbot, ensures that its responses always reflect the company's values and respect the DNA that has built customer trust.
AI tools, such as intelligent chatbots, are powerful solutions that can deliver substantial benefits in terms of efficiency, information management or even personalized communication with customers.
However, the use of generic AI tools entails significant risks, both in terms of bias and the standardization of responses. To prevent AI from distorting a company's identity, it's crucial to adopt a considered and strategic approach, ensuring that personalization is at the heart of any implementation.
Well-integrated AI should be an extension of the company, strengthening its relationship with its customers while respecting its core values.
* written with the kind collaboration of Caroline Vandenplas